Cheese in South Africa

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Executive Summary

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TRENDS

Cheese is considered a luxury product by the majority of South Africans due to its high unit price. Despite this, the likes of Parmalat, owned by Lactalis Groupe, have introduced some of their leading international brands to South Africans. The middle to upper LSM group is the core target audience for cheese, and these consumers tend to have more sophisticated palates, looking for international quality products.

COMPETITIVE LANDSCAPE

Parmalat SA (Pty) Ltd led the cheese category throughout the review period, posting a value share of 28% in 2015. It was followed by Dairybelle (Pty) Ltd with 14% and Clover SA (Pty) Ltd with 11%. Parmalat’s Bonnita, Parmalat, Melrose and Simonsberg all ranked among the top five brands, with Dairybelle’s Dairybelle brand commanding the leading position.

PROSPECTS

Cheese is a mature category in which innovation is limited. Despite this, there is room for new entrants as the category becomes more competitive and offers promotional prices and discounts.

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